Post on 08-Feb-2017
Name Phone Number
Sukhada Dhone 8884111657
Rohit Jaiswal 7676990235
Sushant Salunke 8147553650
TEAM NAME: NUTCRACKERS
Communication Objectives
• Burst Myths• Educate• Social Stigma
DIY Category Makeover
• Aspirational Quotient• Quality• Portfolio Knowledge
Brand Building
• Engagement• Induce Trial
Conversation
Brand Awareness in Tier 2 & Rural
Loyalty
• Identify Challenges of Brand and its communication
• Identify Target Consumer characteristics• Identify Consumer insights• Device right positioning and message• Identify right communication platform
Mission
Market SizeMission & Communication Objectives
Consumer InsightsExploratory and
Descriptive research are done to identify the
consumer insights in this category
PositioningAnalysis of positioning
strategy from customer perspective and identify the best
strategy
Context Analysis
Understanding the market opportunity, share & competitors
TargetingIdentifying the target market for Godrej in the current market
situation and also for future
Segmentation Identifying the
Demographic and Behavioral
segmentation for the category
Opinion Leader Research
Projective Techniques
Focus Group DiscussionsExploratory Research
In-Depth Interviews
Descriptive Research
Survey Discriminant Analysis
Factor Analysis Conjoint Analysis
TOOLS USED
Branding StrategyPositioning of “Home-
salon” to avoid age-connotation and bring
strengthen expert-connotation.
Integrated Marketing Communication using platforms like Mass Media, Experiential, Guerrilla marketing,
social & digital media, in-store, rural, etc.
Overall Methodology
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Market SizeAbout the industry• Hair Care industry increased by 18% to reach Rs. 11,600 Crore
• Evolved from Grey Coverage to Lifestyle Need• Growth Drivers:
• Increasing disposable Income • Fashion Consciousness • Growth in Product Awareness
• Growing rapidly with consumers paying more attention to their hair• By 2017, the Indian hair care market will have a value of 185.418
Billion Rs, since 2012. • Share of Hair Color will be increasing to 42,103.6 Million Rs.
India: Colourants is just 1/10th of the soap market by value.
Rest of the world: hair colour is twice the soap market.
Only 20% of Indian women use hair colour as compared to 90% in developed markets
Hair colorant category is 17% of Hair care segment, valued at 2000 Cr.
Delivery formats are :o Powder-basedo Cream-basedo Liquids
Secondary analysis has been done to understand the nature of the industry and other inferences regarding the landscape to set the context right
HAIR Color Industry Analysis
• Increasing media penetration,
• Rise in organized retail
Hair color category is in the Growth phase in the product lifecycle with promising 29% growth
Source: Euromonitor & Marketline Reports
o Oil based emulsiono Shampoo based
• 45-50% of hair color market
• 15% annual growthPowder
Based
• 25% by value
• 20% annual growthCream
based
Hair Oils and
Condi-tioners;
41%
Sham-poo; 36%
Colourants; 17%
Salon Hair Care; 4%
Styling Agents; 2%
Growth Drivers
Industry Overview
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Market Size
Competitor analysis has been done to understand USP’s and POSITIONING of competitors, which helped in to come up with UNIQUE communication Strategy for Godrej Expert
Competitor Analysis
Godrej Expert Garnier Indica Hair
dyeSuper
Vasmol 33 L'Oreal
Tagline/ Slogan
Happy hair happy you
Take Care ‘Apna khayal rakhna’
None Enriched with Almond Protein
Because you’re worth it
USPLargest selling hair colour in India
• Natural hair color
• Makes hair strong
Recapture your youth in 10 minutes
Natural power of Almond Protein & Ayurprash
Research and innovation
Segment
• Presence in all delivery formats
• Offers both low priced and higher priced products
• Range of personal/ hair care product.
Personal hair dye for Middle aged
Women of upper middle class
Target Group
Men and women
Upper and middle classes Men and Women Woman with age
group 30+Affluent women 27+
Positioning
• Affordable Coloring
• Home solution
• Takes care of your hair
• Young at heart;
• Recapture your youth naturally
• For BLACK Color.
• No other shades available
• High end brand,
• Luxury
As per delivery format, there are individual format leaders: Godrej Consumer : 33 % of the hair dye market L’Oreal & Garnier : 60% of the hair cream market
Hygienic Research Institute : 91% of emulsion based hair colour
Godrej Hair 23%
Super Vas-mol Hygienic
Research 16%
L'Oreal Excellence Crème11%
Garnier Color Nat-urals6%
Indica-Cavin Kare5%
Godrej Colorsoft
5%
Streax2%
Revlon Colorsilk
1%
Others33%
Hair Color Market Share, 2012
Top 3 players constitute 50% of market
1/3rd of the market is still captured by unorganized/local/small players
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Market Size
Godrej Expert have better presence in social media. Number of likes and activities happening are multifold than that of competitors
Close competitors and their Social Media activities
• For those young at heart, • Gateway to a vibrant lifestyle.
Social Media Used• Facebook presence since March 31,
2012.• Very low level of activity and
miniscule likes of just 26 people.
Impact
• The Facebook page is not popular • The followers, are not involved with
the brand. • Low involvement and Low mind share
• Prepared with the help of modern technology and Ayurvedic sciences
• Gives consumer the very best
Social Media Used
Joined Facebook on 15th Oct 2013. 494 likes till now.
ImpactRelatively greater presence in North India as compared to Southern part. Neophyte in case of use of social media marketing.
• Range of products
• Caters to many segments
Social Media used• Presence on Facebook for
Garnier as a whole, • No separate page for Hair
Color,• Periodic updates about
advertisements and promotions on Garnier Page
Impact• Catching up very fast, • Seen as quality brand and
preferred by both middle class and upper middle class/
• Expert Range of 5 products • Presence in most delivery format
Social Media Used• Facebook presence since March 25,
2012• Very active through various events e.g.
fathers day, • Good engagement activities like poll,
educating user for shades, how to apply color etc.
Impact The Facebook page is liked by 195274 people, Highest as compared to competitors
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Market Size
Adequate usage of TV media, 2nd highest presence in Category. Some issues regarding uniform communication of 5 offering of the Expert Range
Traditional Media Communication Analysis
Sham-poo; 41%
Hair Oil; 23%
Hair Dye; 13%
Hair Care; 13%
Hair Condi-tioners;
7%
Other Cat-egories;
3%
Hair Care sector: Category wise TV ad spent in 2012
Godrej Expert Value PropOverall Color lock formulation technology, 100% grey coverage, long
lasting , natural look, no ammonia retains hair protein, easy to use pack
Godrej Expert Original
natural black, largest selling hair color in india
Godrej Expert Advanced
gel - non-drip, triple conditioners keep hair soft, silky
Godrej Expert Care
herbal based - goodness of henna and amla
Godrej Expert Rich Crème
aloe-protein to make hair soft and shiny, pre-measured sachets make it easy to use; complete one-stop solution
Communication does not create “expert” image. The advertisement makes the brand less relevant to young audience by showing 40+ people in adFamily is not main influencer as portrayed in most of the advertisement. So consumers find it less relevant.No UMBRELLA BRANDING for Godrej Hair Colour (like Garnier Take Care)Lack of uniform communication settings: Different ads for same products:
Two ads of Expert Advanced for Gel, one with Boman Irani focuses on FUNCTIONAL aspect, while the other ad with Ram Kapoor focuses on EMOTIONAL aspect
L'Oreal and Godrej are top two spender in Hair Color category Mot of the ads have common thread of
Background music: ‘Na na na……’ : Helps in connect and recall
Emphasis is on the function of easy to apply on hairs.
Shows that hair coloring is fun. Show Hair coloring as social activity dispelling
embarrassment in conservative Indian SocietyChallenges in current communication
Good about Current Communication
Psychographic Segmentation was done based on the level of motivation and stated/latent
need level of consumers with
respect to buying the products in the
category
Segmentation
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Target segment was decided based on the motivation to buy Godrej Expert Hair Color among all the identified segments
Simplistic Value-Seeker
Segments Perfectionist Trendsetting Aspirers Value-Seeker
Motivation to buy Godrej Hair color
Low motivation to buy Godrej expert as professional hair
colors are not available in portfolio
Low motivated to buy Godrej brand as fashion
colors like blond and reds are not present
Motivation to buy brands trusted by their friends
and hairdressers
Willing to buy if convinced about benefits
of using hair color for their target group
VerdictNot to be targeted Don’t target as portfolio
doesn’t go with their need Target using Color mate
and Godrej RenewHigh motivation if
convinced on emotional + functional benefits
Target
Based on the habits and practices of the consumer for the category and our product offering, the target segment is chosen:
Target consumer group for Godrej Expert
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Aspirers
Awareness
Consideration
Purchase
No one of my friends or hairdresser recommended me hair Godrej Hair color
I didn’t read about the superiority of Godrej hair color over other brands
I don’t think its premium brand
Use of hair color will cause hair fall It will make my hair dull and rough
Possible Barriers to Adoption at each Stage
I didn’t come to know about Godrej Hair Expert through any of the media vehicles or other touch points
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Receptive Touch-points
In-order to address the barriers in path to purchase different touch points are identified for target segment
Process
Path to purchase - Barriers
• TVCs, Print, Radio, FMOT
• Beauty salons ( Mirror stickers, Visuals, hair color accessories like bowl brush, Apron etc. ), Blogs, Recommendation through friends • New value proposition
• Recommendations through friends and stylists
In-Depth interview insights ( Hair Color )
Influencers
• Hairdresser and friends play important role in purchase decision compared to TV commercial and print advertisement
• Consumers wish to know what hair color hairdressers use for their hair because they think that they are the experts in the industry
• Hair color falls moving to high involvement category so consumer experience is of prime importance
Factors impending choice Behavior pattern
• Smell of ammonia vapours irritates the consumers and generates the burning sensation in eyes so consumer thinks all colours with ammonia cause more damage to hair
• Consumer think that more they color their more it get treated with chemicals and more damage it cause
• Consumers think that hair colouring leads to hair fall and rough and damaged hair
• Consumers don’t believe in non-branded products as hair
• Most of the women consumers apply the hair color at home while men go to the salons and apply it
• Women are brand conscious compared to men
• Trend of fashion color and highlights is observed among the new generation
• Consumers goes for global hair colouring one in 3 months while they do root touch up every month
• Burgundy is most preferred color among women these days compared to black while men go for black color
In-order to get insights on Hair color category 8 in-depth interview was taken
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Brand analysis
Primary Research Analysis – Godrej Expert
What is the first brand that comes to your mind when you hear “Hair Color”?
Have you heard of “ Godrej Expert”
First word that comes to your mind when you hear ‘Godrej Hair Expert’ ?
Brand Concept Map
In order to find out perception of consumers about Godrej Expert Hair Color
Though Godrej is considered as established brand it is still considered as old fashioned
Garnier – 82 %Streaks – 53%Godrej – 42%Vasmol – 36 %
Yes – 63 %No – 37%
Value for Money
Chemicals
OLD
Affortable
One time usePioneer
30 RS
Small Pack
For middle age
Nanana…
Strong association of Godrej with affordability and value for money
No top-of-the-mind recall compared to other brands like Garnier
It is perceived as a old fashioned brand for earlier generation
No ammonia feature is not very prominent
Current advertisement is known among target group because of prime time telecast
Key Insights
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Hairdressers’ opinion
My consumers believe me and use what I recommend
Consumers ask for No-ammonia hair color, though ammonia increases longevity of hair color
For root touch we use the same shade as earlier while going for global we might change to different shade
Easy application is primary criteria while choosing the brand in the category as it saves our time
We add olive oil to the color mixture in order to avoid the after coloring roughness
We prefer brand that provide salon accessories
We get emotionally connect with the brand which provides recognition platform Hair dressers are one of influencers and they look for incentives like parlor accessories
Name – Shiv RajHairdresser – Expert having experience of 12 years in this industry
City – Yavatmal Age – 35
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Name – Anupam ChaudhuryBrand Manager – Wella hair Color ( Procter and Gamble)
Work Experience – 5 years Mumbai Head Office
Expert’s opinion
Hairdressers plays an important role in hair color category
We come up schemes like go for 3 hair coloring treatments and get next hair coloring free
There is high demand for Natural hair color like Scwoskoff’s essenticity
Hair coloring is like art and hairdressers need training for same especially for highlights
Easy application is primary criteria while choosing the brand in the category as it saves our time
We provide salon accessories in form of incentivesThough ammonia increases longevity of hair color, consumers are preferring Natural hair color
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
22%
37%
13%
5%
15%
8%
Purchase Influencer
Friends
Hairdresser
Adver-tisements
Shopkeeper
Family
Celebrity endorse-ment
Descriptive Survey : No of respondents – 52 Age – 30 - 45 years Male – 25 Female - 27
36%
13%9%
19%
11%
12%
Important parameters while choosing hair color
No ammonia
Herbal ingre-dients
No of shades
long lastingness
Brand
Price No ammon
ia
Long l
asting
ness
No of s
hades
Brand
Herbal
Ingred
ients
Price
41.10%
19.40%
8.50% 10.70% 10.30% 10.00%
Conjoint Analysis
Online Survey Analysis
Conjoint Analysis – To find the preference for different factors
A survey was conducted to understand the consumer behavior towards Hair Color. Survey responses were collected from 52 respondents belonging to SEC B and SEC C
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Godrej Expert Brand Analysis
Though Godrej is considered as established brand it is still considered as old fashioned
Middle aged 35-50ConservativeMissing: All-age and innovative
TrustConvenienceDependability
Sincerity ConvenienceReliableMissing: Trendy & Aspirational
Semi-UrbanAdaptableYoungMissing: Advanced
IndianTraditionalPioneerLong HeritageMissing: Freedom
-Colourful cursive logo – Colourful PackagingMissing: Umbrella Branding
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Analyse Godrej Expert’s brand
image + identityTarget – ‘Simplistic’
Recap
Consumer insights
Positioning for Godrej Expert
Differentiating space in perceptual map
Indulgence seeking
Solution seeking
Sophistication
Simplicity
Gap
Almost all the competitors are focussing on the ingredient based advertising and easy to apply, non drip proposition.
There is no brand which is providing both indulgence ( Parlors ) and simplicity ( Hairdresser )
Positioning
Umbrella Branding - “Your Home Salon” “Expertise of Salon at ease and affordability of home”
Hair coloring is a high involvement – Informational category which entails High Risk as it involves appearance
Therefore we recommend “Product as Hero” positioning.
An Umbrella Branding - “Your Home Salon” will bring consistent positioning for Godrej Expert products and establish “Product as hero”
Understanding the right set of Media and Influencer in Purchase decision is the first step to develop a 360 degree Integrated Marketing Campaign
Integrated Marketing Communication – Strategy
TV
• Still it’s one of the major medium of advertisement
•TG watches Soaps and reality shows
Digital & Social Media [FB, Blog, Forums, twitter,
pinterest] •TG Spends 21% time of online activity on Facebook
•Prefer personal blogs over magazines as written by people rather than journalists
•Famous blogs – Rynablog, makeupandbeautyblog, etc.
•Follow stylist on Twitter and Pinterest
•Checks review sites to evaluate brand
Mobile Apps
•A new media consumption channel.
•Apps are dominantly used on mobiles rather than browser
Print [Newspaper
& Magazines]
•Newspaper still has strong consumption in tier 2 cities
•Fashion Magazines are still a common leisure activity
•Vogue, Elle, Cosmopoliton, Beauty, etc.
Media Consumption habits of TG (Src: InMobi Report)
26% 22% 18% 15%
Develop Insights
Create IMC Plan
Allocate IMC
Budget
Capture Responses and
maintain databas
e
Analyze and
evaluate results
Word of Mouth [Influencers]
•The Parlour stylist, retailer have decent credibility
•Friends are the biggest influencer in this category
ExperientialMarketing
•Demonstration on self or others creates trial in this category
•Mall and Event campaigns
Point of Sale[In-store
Activation]
•High disposable income of TG
•Right exposure at POS can be the moment of truth.
•Impulse buying of trial pack
Influencers for Hair care category (Survey)45% 10
% 30%
Promotion Channel Synergy
Communication Message
•Clear•Consistent•Aligned to Brand Value
Customer Engagement
Cost effective Campaigns
Focus
IMC Process
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
• Big Idea – “Your Home Salon” - Expertise of Salon at ease and affordability of home
Secondary Communication – runs in background• “Natural look” - “safe colouring for natural looking hair
for all-age”• “Hair colouring is fun” - ease and convenience• “It’s a social activity” – dispel the embarrassment
1. Brand Building as high quality and strengthen “Expert” image
2. Burst myths and perception of harmful chemicals3. Increase aspirational quotient of product4. Slowly move to Emotional Connect from Functional
Clear insights, aim and message of campaign. Idea is to create emotional connect with chosen 360 degree IMC channels
Integrated Marketing Communication – Strategy
1. Friends and Stylists are the biggest Influencer for TG. 2. TG consider Godrej as low quality hair dye (category default)3. Upgrades happens to competing brands4. Bottom of pyramid has social stigma of using hair color
Aim
Insights
IMC
TVC
Hair GroomingApp
Digital &Social MediaCampaign
WOM enablingParlors
Newspaper & Radio
POSpromotion
Experiential Marketing
IMCChann
els
Message
• Creation of 360 degree Integrated Marketing campaign• Symbolized by home salon
Idea
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Highest in media consumption with target programs like Soaps and Lifestyle program. Create Emotional Connect & establish Expert Home-Salon.
Friend suggesting Home-salon
Metro and Tier1 & 2 cities
Riya (30) in troubled voice: “Not again, these grey hairs are coming back and salon is so expensive”. Pallavi (smart woman who has shiny burgundy hair): “Bas itni si baat, ten-tedan, presenting the home-salon” and she takes out Godrej Expert crème hair color kit.Riya: “Mere balon ko kuch….”Pallavi: “Kuch nahi hoga. It’s Godrej Expert, bilkul safe hai with aloe protein, I use it” and she takes out the pack, mixes the crème and revolves the brush in hand (showing how fun and easy it is). Then, after colouring is done, Pallavi’s hair look great shinyPallavi: “Wow! So natural! So soft and shiny!”Ad then ends with umbrella communication, “Godrej Expert, Your Home-Salon” with the logo.
1st Commercial Break2nd Commercial Break
Migration from the channelMigration to the channel
Air the TVC during the 1st commercial break or during the last 30 sec slots of commercial breaks
IMC – TV Commercial
Target
TVC1
Storyboard
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Time Slot Channel(s) Target Audience Prime time ratesPrime Time Star Plus,
Colors, Sony, Zee TV
Family (including children – potential user after few years
2,00,000 for 10 sec spot
Non-prime time
Star Plus, SAB TV
House-wife 18,000 - 35,000 for a 10 second spot
Friends are usually better influencer
Rationale
3 ladies and a man are sitting in cascading order. A young girl Seema(22 years) is colouring hair of her married sister (30 years), who is colouring hair of her mother (50 years) who is colouring hair of her husband (52 years). A passer-by uncle says: “Yeh kya hai”Seema: “humara Home-Salon, Uncle!” and everyone starts laughing showing colouring a fun social activity.
Target
TVC2
Storyboard
A social fun activity is depicted as associated with family occasion. All-age hair color
Family using Home-salon preparing for wedding Tier 2 cities, town & rural areas.
Rationale
Time Slot
Channel(s) Target Audience Area
Prime Time
DD National, Colors, Star Plus
Family (including children – potential user after few years
50,000 - 1,00,000 for 10 sec spot
Recommended by XYZ Hair Expert
Print and Radio provides high reach and engagement. Intelligent communication creates aspirational quotient of brand.
IMC – Print & Radio AdvertisingNewspaper and Billboard Idea: Salon
inside Mirror
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
• A man is sitting in front of a mirror and applying Godrej Expert with brush. Inside the mirror we can see that the man is sitting inside a salon and an expert stylist is applying hair colour.
• Bottom of the ad reads, “Godrej Expert, Your Home-Salon” with the logo and then follows secondary communication in smaller font.
• Inside magazine there is an extended page which is in shape of home.
• when flipped, a salon appears where Godrej Expert products are placed on table.
Magazine Idea: Home opens to salon
Radio Advertisement
• Most of our TG listen to FM radioAd line:
“Godrej Expert – Aapka home-salon. Salon jaisa
expert ab ghar me”
Sponsor caller-talk shows and talk on topics like “what is an expert to you”, “why hair colour is
just more than hair coverage- sharing your
story”
Customer reviews can be aired about the performance of the
product
Popular shows can be sponsored by the Godrej
Expert
Blogging and Sharing photos creates emotional connect and high engagement. Move to Pinterest and Twitter with users
IMC – Digital & Social Media• Facebook page of Godrej Expert has a good number of 195,000 fans. • Revamp the look of website and Facebook page to appear like “Home-
salon”
• Connect the website, FB page and YouTube channel by sharing content and conducting campaign across platforms
• Call the bloggers to write interesting, crazy blogs on “Why I coloured my Hair?” and include “Godrej Expert Home-salon – the expert colouring at home” in the article.
• Publish the blog on the Godrej Expert website.
• Share the blogs on Facebook to generate conversation on hair smoothening. The articles would also be judged by number of likes and conversation generated.
• Females love to share their fashion photos – High Engagement
• Contest where fans would be encouraged to share their photos after hair color.
• The TVC, Experiential marketing campaign and guerrilla marketing campaigns should be shared.
• Launch Twitter and Pinterest pages – Engagement coverage
Select a childhood or old photo showing your love for your
hair
Add your quote and submit on
“Share” it on your FB wall
Godrej Expert Ambassador Contest
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Share the “Salon-Effect” Campaign
Godrej Expert Ambassador Contest
Share the “Salon-Effect” Campaign
POS promotions ensures educating customer and increase trial. Brand Building and Engagement is increased giving ‘touch & feel’
IMC – In-store (Point of sale) promotionEducation Hot Spot • It is the small portion of shelf space
where brand can talk to the consumers directly about • Make it like a Home-Salon• Benefit: Natural looking hair• How to apply • burst myths about harmful
chemicals• Engage Customers, generate WOMBrand Header at Hair care Shelf• Grabs the attention of the
consumers especially in supermarkets
where large portfolio of product is available at one place
• Also builds the brand equity and increases brand recall
Product offering chart - to avoid the confusion among the consumers between different product offerings
Sample Display Strands
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
• In order to communicate to the user what is new in the product offerings this type of indicators to be used
• It is small cardboard sticker attached to shelf space.
Price Tags – To communicate the range available with the Godrej and build the premium image
New Product Launch Indicators
Color Chart • Innovative rolled color chart• Showing range of colors that
Godrej Expert provides• Engagement and Premium
image
A hair grooming app which acts as companion. Creates Loyalty as serves their daily need of hair grooming
IMC – Mobile and Tablet Grooming App [Augmented Reality]
• Female TG spends 46 min on Apps per day
We can bring an Android and IPhone App for the women which would give them:• Companion App• Daily/ weekly tips on Hair Styling• Salon-Effect Campaign: Share photos
and win• Trends via blog• Fashion news• Reviews • Virtual Mirror app using Augmented
Reality tech• User can see herself putting
different hairstyle and color- True Companion
Source: Nielson Report
25 Min
46 Min
Time spent on apps per day
FemaleMale
Godrej Expert Home-Salon App
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
It’s important that customer Experience the product to create credibility, engagement, and trial. Improves brand image.
IMC – Experiential Marketing
• Conducted in shopping mall and public places• Personal and interactive• The whole activity would be covered by media and
shared on social & digital media. • Live action of how easy, fun and safe it is to
colour using Godrej Expert.
• A setup like home (“Home-salon” written on top) • In place of mirror a projector screen called Virtual
Mirror would be placed. • Using Augmented Reality technology, when a
man sits in front of it, his hair would appear to be coloured in the screen.
• The same view would be projected on a bigger screen for the audience.
• Then his wife will be asked to colour hair of her husband. The couple will receive gift hamper. Lucky winner would win a grand prize.
Guerrilla Marketing
• Lift• Closed Doors – home and grey hair• Open Inside – salon inside and
colored hair• Bus stop
• Remodel the bus-stop with posters and light display as a Home-salon
• A Godrej expert stylist is standing behind bus stop seats holding Godrej Expert sachet and a brush.
• Increases aspiration quotient as evokes intelligence of brand
• Cost effective
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
Breaking its own Limca world record: Target 2000 people colour their hair with Godrej Expert within 12 hours.
Mission Home-Salon – say Bye to grey hair
How?
Parlors fall under alternative medium apart from the conventional media to target identified segments
Exploring new Channels
Key Decision- Where to advertisement?
• Hairdressers are one of the key influencers while choosing the hair care products
• Also the receptivity towards the hair care product is very high inside the beauty parlors
• Thus Parlors can be used as touch point to sell as well as promote Godrej Expert
• Give T – shirts to the hairdressers on purchase of 50 sachets of Godrej Expert
• Print Gogrej Expert message on the T- shirt/appron as shown here
• Give other hair related accessories free on further purchase like styling comb etc.
• Use this accessories as receptive touch point to promote Gogrej
• Write recommends Godrej Expert for Healthy Hair on accessories
• Given with products for sell in parlour
Say NO to
ammonia
Godrej Expert
• Use Mirror stickers and L-cards to convey the same message
• Eye level positioning of mirror stickers improves the visibility and thus makes message more impactful
• Hairdressers aspires to get recognition
• Certify salon as well as hairdresser who sell maximum Godrej Expert Coloring
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
IMC- Mom & Pop Store and Rural MarketingBanners on Side Panel of Shop
CONTEXT ANALYSIS TARGETING POSITIONING BRANDING STRATEGYSEGMENTATION
• captures the attentions of passer-by • increases the visibility of brand among
TG• More schemes & Gifts to retailers.
• Display • Shopping Behavior of
“buying what is hanging”• induces the impulse buying.
Rural Marketing
• Tap the Bottom of the Pyramid• Have Social Stigma of coloring and Myths• Focus on GE Care (Henna Based) and original
Sachet Strips
Print and Radio provides high reach and engagement. Intelligent communication creates aspirational quotient of brand.
Puppet shows and skits at Melas, haat
• Story-telling• Effective way
to tell hair colouring benefits.
Stalls at Mills
• Farmers spend significant time in mills waiting.
• Stalls to explain and demonstrate Godrej Expert
• even colour their hair quickly.
Sponsor Caller Tune
• Ad in beginning
• High Reach
Mobile Scheme
• Listen to Advert and get 1 Rs Balance
• Cost effective and Targeted